The Use of Appeal and Storytelling in Provocative Advertising for Public Service Campaign
Keywords:
: Appeals, Storytelling, Provocative AdvertisingAbstract
The objectives of this qualitative research are 1) to find appeals for provocative advertising campaigns and 2) to find storytelling techniques for provocative advertising design. The research methods are 1. Collecting 203 samples of best practices honored by two institutions, D&AD (Design and Art Direction) and The One Show, during 2017 – 2021, which were verified by a focus group. 2. Study and collect data about provocation in order to specify keywords by collaborating with psychological specialists then creating the first research tool to select the samples that fit into the provocative advertising. 3. Samples selected by psychological specialists and public relations specialists. 4. The researcher analyzed 63 samples with advertising design theories which include 1) Advertising Appeals 2) Storytelling. 5. Verified the accuracy of results by in-depth interview with specialists. The researcher found 1) Advertising Appeals, the most frequently used are Fear Appeal which has a frequency of 29 is equal to 38.67%, Emotional Appeal has a frequency of 20 is equal to 26.67% and Sex Appeal has a frequency of 12 is equal to 16%. To support the first objective, these appeals can be used as a design guideline for provocative advertising campaigns.2) Storytelling, the most frequently used are False Start which has a frequency of 29 is equal to 42.65%, Sparkline has a frequency of 10 is equal to 14.71% and Nested Loops has a frequency of 9 is equal to 13.24%. To support the second objective, these storytelling techniques can be applied to the provocative advertising design. The provocative advertising campaigns for public service commonly used violent or scandalous images to leverage our fear of an issue as a way to jump-start us into action. Furthermore, using threatening or insulting words can caused harassment, alarm or distress that tap into our emotional reaction to an issue, rather than just our rational or informational needs.
References
พรทิพย์ สัมปัตตะวนิช. (2546). แรงจูงใจกับการโฆษณา. กรุงเทพฯ: สำนักพิมพ์มหาวิทยาลัยธรรมศาสตร์
อุษา บิ้กกิ้นส์. (2014). การรณรงค์เพื่อแก้ปัญหาพฤติกรรมเมาแล้วขับรถจักรยานยนต์ของวัยรุ่น.วารสารนิเทศศาสตร์และนวัตกรรมนิด้า,1(1) 69-83.
Andrews M. Van Baaren R. & Van Leeuwen M. (2014). Hidden persuasion: 33 psychological influences techniques in advertising. BIS.
Bovee, C.L., Thill, J.V., Dovel G.P., & Wood, M.B. (eds) (1995) Advertising Excellence, International Edition. London
Carroll E. Izard. (1991). The Psychology of Emotions (Emotions, Personality, and Psychotherapy). Springer; 1991st edition.
Plutchik, R. (2003). Emotions and life: Perspectives from psychology, biology, and evolution. American Psychological Association.
Pricken,M. (2002).Creative Advertising. Idea and techniques from the world’s best campaigns.London: Thames&Hudson.
Hitesh Bhasin. (2021). Advertising Appeals-Definition and 15 Types of Appeal in Advertising. Marketing91, http://marketing91.com.
Joe Paneppito. (2016). The Elements of an Effective Cause Marketing Campaign. Havard Business Review https://hbr.org/2016/02/the-elements-of-an-effective-cause-marketing-campaign
